SEGMENTATION, TARGETING & POSITIONING

Segmentation

Market segmentation divides the market into well defined slices. A market segment consists of a group of customers who have similar needs and wants. Segmentation is generally done on 4 parameters – Demographic, Geographic, Behavioural and Psychographic.

Frooti has segmented its market as follows.

Targeting:

Targeting is a process of prioritizing segments based on the brand’s core competencies or capabilities, and other researched factors including segmented market size, growth potential of the segmented market, competitive dynamics, etc. A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards.

Frooti has mainly targeted the youth which can be associated to the following heads –Recreational, Health, Lifestyle and Sports.

Positioning:

Positioning involves directing marketing activities in such a way that you can place the brand in the minds of your target audience exactly the way you want them to perceive it.

Frooti is India’s legendary and iconic mango drink. When it came in 1985 it came across as a youthful mango drink. It was the first brand to introduce fruit drinks in tetra packs to Indian consumers. It was very cool and trendy. Even the Frooti commercials were way ahead of anything else the Indian society had seen.
As Frooti entered the second decade of its existence they had to change the perception that Frooti was meant only for kids. There was a need for repositioning.  The YO Frooti, Digen Verma and Bindass campaigns were steps in that direction. Today the ads are no longer required to create the buzz; they are created in keeping in mind a long term brand vision. Frooti’s most recent campaign ‘ Why Grow Up ‘ does exactly that.